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Marketing strategy of liberty footwears
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1 .About Liberty Foot wears
Liberty Shoes have been fashioning for Liberty Foot wears all over 50 years now,
for the style- conscious people around the globe. Currently with an annual turnover
exceeding INR.600 crore (U.S. $150 million), Liberty Foot wears figure amongst
the top 5 manufacturers of leather Foot wears of the world producing more than
50,000 pairs a day using a capacity of more than 3 lacs square feet of leather per
month. Helping us dress up the feet of the fashion-driven and quality-seeking
customers in more than 25 countries, which includes major international fashion
destinations like France, Italy and Germany, is our worldwide distribution network
of 150 distributors, 400 exclusive showrooms and more than 6000 multi-brand
outlets. Our committment to quality is also evidenced by our ISO 9001: 2000
certification.
2. Corporate Philisophy
“Liberty as a brand is constantly evolving to keep pace with the changing trends ,
styles , beliefs and aspiration of people”
Innovation, technology and advancement constitute the core of the corporate
philosophy of the Liberty Group. Liberty Foot wears at Liberty, boast of our
healthy and heart-felt respect for the human ethos and Liberty Foot wears greet the
arrival of the new with a sincere and deep regard for the old.
Liberty as a brand is constantly evolving to keep pace with the changing trends,
styles, beliefs, and aspirations of people while maintaining the sanctity of rich
traditions like workmanship and values.
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Vision
The Group is committed to achieve the highest performance standards in each area
of its business. It envisages itself as the most trusted name all over the world.
Mission
It’s the mission of the Liberty Group to continuously improve the quality of its
products using cutting-edge technologies and following the latest trends. The group
emerged with an enthusiasm to offer world-class products to its countrymen and it
will carry forward the same attitude along with the determination to be the global
leader.
A vision with an attitude
The goal of an organization gets reflected in its mission and vision. Liberty Foot
wears at Liberty, feel the pride of having a goal that inspires us to operate for the
advancement of the people .
2
3.GROUP OF COMPANIES
Liberty Foot wears
Liberty Foot wears is the only Indian company that is among the top 5
manufacturers of leather foot wears in the world The company has a turnover
exceeding U.S. $100 million and produces more than 50,000 pairs of Foot wears
per day. The company produces varieties of ranges covering virtually every age
group and income category. The products are marketed across the globe through
150 distributors, 350 exclusive showrooms and over 6000 multi-brand outlets, and
sold in thousands every day in more than 25 countries including fashion-driven,
quality-obsessed nations like France, Italy, and Germany. To manufacture world-
class Foot wears to its people, the Group started its journey. Today, Liberty Shoes
Ltd. is manufacturing not only for domestic market but also for its customers all
over the world.
3
Liberty Whiteware
With innovations in
bathroom products and accessories that go beyond graceful lines, the company is
setting new standards in the Indian ceramic sanitary ware industry. The products
break the mould to achieve balanced and coherent integration of space, form,
design and comfort. It is redefining the bathroom as a treasured sanctuary to
luxuriate in. Liberty Whiteware is a part of the Rs. 350 crore Liberty Group, and it
is taking the concept of luxury to a new level of excellence.
Liberty White is taking luxury to a new level of excellence. Through its
unmatched products, the company is virtually redefining the bathroom as an
epitome of luxury.
With innovations in bathroom products and accessories that go beyond
graceful lines, the company is setting new standards in the Indian ceramic
sanitary ware industry. The products break the mould to achieve balanced
and coherent integration of space, form, design and comfort. It is redefining
the bathroom as a treasured sanctuary to luxuriate in.
Liberty Whiteware is a part of the Rs. 350 crore Liberty Group, and it is
4
taking the concept of luxury to a new level of excellence.
Liberty Retail Revolution
In the elite shopping avenues of fashion capitals "Revolutions" has begun its walk.
The fashion accessory and Liberty Foot wears stores have begun operations in
Chennai, Bangalore, Mumbai, Kolkata, Hyderabad, Pune, Indore and Lucknow.
These are company managed and owned outlets where the emphasis is to deliver
high fashion to the customers backed by quality service making it a delightful
shopping experience. Liberty showrooms enter the international market as the
company has plans of opening more revolution showrooms nationally &
internationally.
Through its chain of retail outlets, Liberty Retail Revolution is offering delightful
shopping experience to the customers, which is backed by quality and elegance.
5
A success story originates in a vision. Liberty Group was the vision of three
dreamers who thought of producing an Indian brand of foot wears to make a basic
necessity available to their countrymen. Mr. D P Gupta, Mr. P D Gupta and Mr. R
K Bansal looked beyond the geographical boundaries and brought cutting-edge
technologies to their own country. Soon the name, “ Liberty ” became synonym to
quality in the domestic market and this encouraged the company to invest further
for enhancing production capacities and to cater to the demand of international
markets. Today, Liberty is not only about foot wears. It has diversified into various
sectors establishing an invincible business empire of prosperity. In the domestic
market it is one of the most admired names that ensure quality. Liberty Group
expanded and diversified into manufacturing of ceramic sanitary ware under the
brand name “Liberty White” With innovations in bathroom products and
accessories that go beyond graceful lines, the company is setting new trends in
Indian ceramic sanitary ware industry.
In order to offer unusual shopping experience to the customers, the group also
entered into retailing and set up stores in the major cities under the brand name,
“Liberty Revolution”
The Liberty Group is expanding with the passage of time and it is committed to
venture into more business areas keeping abreast with the demands and needs.
Group at a glance
6
A success story originates in a vision. Liberty Group was the vision of three
dreamers who thought of producing an Indian brand of footLiberty Footwearsar to
make a basic necessity available to their countrymen.
Mr. D P Gupta, Mr. P D Gupta and Mr. R K Bansal looked beyond the
geographical boundaries and brought cutting-edge technologies to their own
country. Soon the name, “ Liberty ” became synonym to quality in the domestic
market and this encouraged the company to invest further for enhancing production
capacities and to cater to the demand of international markets.
Today, Liberty is not only about footLiberty Footwearsar. It has diversified into
various sectors establishing an invincible business empire of prosperity. In the
domestic market it is one of the most admired names that ensure quality. Liberty
Group expanded and diversified into manufacturing of ceramic sanitary ware under
the brand name “Liberty WhiteLiberty Footwearsar” With innovations in bathroom
products and accessories that go beyond graceful lines, the company is setting new
trends in Indian ceramic sanitary ware industry.
In order to offer unusual shopping experience to the customers, the group also
entered into retailing and set up stores in the major cities under the brand name,
“Liberty Revolution”
The Liberty Group is expanding with the passage of time and it is committed to
venture into more business areas keeping abreast with the demands and needs.
7
4. Liberty Brands
Liberty has developed a spectrum of exclusive brands for both males & females
across all age groups, each of which has been given that extra edge to cater to a
specific target requirement. Today the new range from Liberty is all about style,
design, and comfort. The range imbibes the spirit of fun and is stylish in
accordance with the recent fashion trends.
8
5. Business Ethic’s
Liberty conducts its Business with honesty, Integrity and respect for all
thosewho come in contacts with it…
The Liberty Group is fully appreciative of the fact that its reputation
originates not only from quality products and technological innovations but
also from the manner of its dealings with customers, suppliers, government
officials and all those who are outside the Liberty Group. Utmost
importance is also given to ensure a safe, healthy and non-discriminatory
work environment for all Liberty employees where they are free from
harassment of any form by supervisors, seniors, co-workers, customers and
suppliers. Ethical standards and practices are strictly followed at Liberty
Foot wears.
Liberty Foot wears fare of society is above all the business interests. Without
society, a business enterprise does not have any existence. Liberty Foot wears at
Liberty Group, take various measures for the advancement
9
6. Distributions
Retail Liberty Foot wears believe that every segment of our wide customer base
has a right to fashionable Liberty Foot wears which makes them look good, and
feel good. Hence, while Liberty Foot wears devote the most fashionable selections
to those with high tastes in style; our offerings also blend fashion with
affordability. At the same time, a wide range of industries are able to function
more effectively, benefiting from the safety shoes offered by Liberty which is
operating 400 exclusive stores and 6000 multi brand outlets.
Distribution The world chooses to step ahead in our Liberty Foot wears. And so
Liberty Foot wears, in turn, step ahead with a strong distribution network that
reaches out to the most far flung areas of India, and beyond to more than 25
countries across the world. This strong and ever expanding network is a reflection
of our commitment to dress more feet fashionably.
Institutional sales With increasing construction and development activity taking
place across the world, the need to ensure safe working conditions for the
workforce is at an all time high. The Liberty Foot wears comes in the form of the
world class range of Warrior Safety Shoes from Liberty that helps industries
around the globe work safe, work better. Conforming to Euro Safety Norms (EN –
345), this safety at Liberty Foot wears is recognized as standard professional gear
for workers in light and heavy engineering units as Liberty Foot wears all as
defense forces. So the feet the world moves on, moving in Liberty Foot wears.
10
7. Marketing strategies online shopping of Liberty Brand
International Brand Of Liberty
11
8. Strategies Of Promotion
The Impact of Celebrity Endorsements on
Consumer Brand Preferences
The crescendo of celebrities endorsing brands has been steadily increasing over the
past 20 years or so. They have firm believe that like ability or a favorable attitude
towards a brand is created by the use of a celebrity. The crore of rupees spent per
year on celebrity endorsement contracts show that celebrities R.Roshan for
Promotion of Liberty Brand Products an important role for the advertising
industry. It is an established fact that celebrity endorsement can bestow unique
features or special attributes upon a product that it may have lacked otherwise.
In India from late 1970's and early 80's the new trend in advertising started. Brands
started being endorsed by celebrities. Hindi film and TV stars as Liberty Footwears
all as sportspersons Liberty Foot wears re- roped in to endorse prominent brands.
Advertisements featuring stars like Late Jalal Agha (Pan Parag), Tabassum
(Prestige cookers), Sunil Gavaskar for Dinesh Suiting, Ravi Shastri and Vivian
Richards (Vimal), Persis Khambhata and Kapil Dev (Palmolive Shaving cream)
became common.
Though marketers should remember that celebrities are mere living beings like us
and if they can highlight the benefits or advantages of a brand they can also have
some uncanny negative impact. Theory and practice suggests that the use of stars
and their unleashing image is really helping Liberty Foot wears in advertising
generate a lot of publicity and attention from the public but the underline questions
are, do these stars really help a brand by increasing its sales? On the other hand,
can they really have an Impact on the person's consumption pattern, thereby
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changing his brand preference? How an advertisement featuring a celebrity can
influence consumers buying decision and can create an association between
Liberty Foot wears a brand and a common man.
To ans Liberty Foot wears these questions, the article will examine the relationship
between Liberty Foot wears celebrity endorsements and brands, and the impact of
celebrity endorsement on consumer's buying behavior as Liberty Foot wears all as
how consumer makes brand preferences.
Liberty Foot wears will apply a wide range of accepted principles of how
consumers brand attitudes and preferences can be influenced, how buyer's behavior
can be influenced, how buyer's behavior can be molded. Liberty Foot wears will
use the principles of credibility of source and attractiveness, the match-up
hypothesis, the consumer decision-making model and the communication model to
understand this phenomenon.
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9. Brand- A layman perspective
Brand is the proprietary visual, emotional, rational and cultural image that you can
associate with a company or the product. Few examples will bring home the
meaning i.e. Amul - utterly butterly delicious; Coke – thanda matlab coca-cola;
Pepsi – Yeh dil mange more; Kurkure- Masti bole to kurkure and Daewoo ka
India.
These examples convey one message that when people watch advertisement a
connect is being created and result is that people go for experience of buying.
People feel by using the brand they will portray certain traits or characteristics that
otherwise they do not have. This generates a certain level of emotional affiliation
and a sense of fulfillment.
Advertisements enforces what exactly the brand stands for and what to expect by
its consumption and above all what factors, features and attributes makes it better
from competition. Advertisements along with other marketing efforts generate
expectations and feelings in a customer and force them to think when they see or
hear the brand name. This Thinking process and emotional bonding gets more
mature and relevant when a celebrity endorses the brand. The subjective intangible
feelings of a customer become objective and tangible in the form of celebrity and
the level of expectations will rise. The customer will start to perceive himself in
the reference frame of the celebrity after the brand or the advertised product has
been purchased or consumed by him.
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10 .Celebrity Endorsements
Celebrities are people who enjoy public recognition and mostly they are the
experts of their respective fields having wider influence in public life and societal
domain. Attributes like attractiveness, extraordinary life style or special skills,
larger than life image and demigod status can be associated with them.
It is safe to deduce that within a corresponding social group celebrities generally
differ from the social norm and enjoy high degree of public awareness.
Celebrities appear in public in different ways. To start, they appear in public when
fulfilling their professional commitments example: Mahendra Singh Dhoni, who
played cricket in front of an audience in Liberty Foot wears -Liberty Foot wears
World Cup. Furthermore, celebrities appear in public by attending special celebrity
events, example: the movie award nights; special screening; world premiers of
movies or for social causes. These celebrities have universal presence and appeal,
they are present everywhere, in news, fashion shows and magazines, tabloids and
above all advertisements.
Celebrity and a Brand
Liberty Foot wears in India can be gauged by the successful endorsements done by
Sharukh Khan (Pepsi, Hyundai Santro, Sunfeast, and Navratan etc.), Amitabh
Bachchan, Sachin Tendulkar, Rahul Dravid, Hrithik Roshan and the others. The
inevitable question is, if and how the lively interest of the public in the rich and
famous can be efficiently and effectively used by companies to promote their
brands and consequently to increase their sales revenues.
15
This fact can be brought out by using certain examples i.e. Mr. Amitabh Bachchan
promoting Cadbury chocolates after the fiasco of infestation when the image of
Cadbury India Liberty Foot wears not very low in the eyes of people. Soon the
company found a perfect fit and a reliable celebrity to transmit the correct message
and help regenerating the lost trust. The fit between Liberty Foot wears the product
and celebrity is evident as Mr. Bachchan and Cadbury chocolates both have tested
troubled times and still they stand tall and the love and trust they both share with
the people all across India. This is a live example of how a celebrity brought
certain attributes to a product like chocolate.
Actor Sharukh khan has also endorsed diversified products. His endorsement
basket is ranging from Hyundai Santro to Sunfeast biscuits on one hand and from
Compaq computers to Videocon electronics on the other.
According to Advertising research companies both the actors are doing Liberty
Footwearsll and the ad spent on both by the companies is increasing at a
phenomenal rate, so does their basket of endorsements. These actors bring
reliability and trust in the brand and above all, they help in increasing the sales
revenues.
Celebrity endorsements are poLiberty Footwearsrful, has become evident from the
above two examples but, why is it so? This poLiberty Footwearsr is offered by the
following elements, which also creates a 'Top of the Mind Position'.
* Instant Awareness, knowledge about the brand and easy recall.
* Values and image of the brand is defined, highlighted and refreshed by the
celebrity.
* The celebrity adds new edge and dimension to the brand.
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* Credibility, trust, association, aspiration and connectivity to brand.
* Belief in efficiency and new appearance that will result in at least trial usage.
11. Understanding Consumer Behaviour
Consumer behaviour is the study of how people buy, what they buy, when they
buy and why they buy. It blends elements from psychology, sociology,
sociopsychology, anthropology and economics. It attempts to understand the buyer
decision-making process, both individually and in groups. It studies characteristics
of individual consumers such as demographics, psychographics, and behavioral
variables in an attempt to understand people's wants. It also tries to assess
influences on the consumer from groups such as family, friends, reference groups,
and society in general.
The study and knowledge of consumer behavior helps firms and organizations to
improve their marketing strategies and product offerings. Following are the
important issues that have significant influence on consumer's psyche and their
ability to take decisions:
The psychology of how consumers think, feel, reason, and select betLiberty
Foot wears different alternatives (e.g., brands, products);
The psychology of how the consumer is influenced by his or her
environment (e.g., culture, family, signs, media);
The behavior of consumers while shopping or making other marketing
decisions.
Limitations in consumer knowledge or information processing abilities
influence decisions and marketing outcome.
17
How consumer motivation and decision strategies differ between Liberty
Foot wears products that differ in their level of importance or interest that
they entail for the consumer; and
How marketers can adapt and improve their marketing campaigns and
marketing strategies to more effectively reach the consumer.
Their Age, Religion, Culture, Income, informal group and Referent Group.
Understanding these issues helps us adapt our strategies by taking the consumer
into consideration.
Consumer Decision-making process
The given process is very complicated though on first sight it does not look so.
Process starts with problem recognition or with an unsatisfied need. Something
that a consumer would like to have or purchase in order to attain satisfaction. This
need can be Psychological, attitudinal or Physiological but yes it should have the
capacity to be fulfilled by consuming a particular product or service.
To satisfy the given need what all are the components that should be taken into
consideration and how Liberty Foot wears can maximize the satisfaction is the next
stage. In this stage, Liberty Foot wears will cover ability to purchase, level of
18
involvement, people whose opinion will count and other relevant details that will
help us in optimizing satisfaction.
Based upon information search Liberty Foot wears will generate various
alternatives i.e. which brand or product is affordable for me, where will it be
available comfortably and above all in comparison to other brands or products how
better or economical it is.
Evaluation stage will look like cost benefit analysis and based upon maximum
value or utility per rupee spend, Liberty Foot wears will decide or shortlist the
product or brand. This is the decision and confirmation stage where the consumers
prepares himself for the purchase of a particular brand and give preference to one
and only one over and above the others.
Next comes the purchase when the consumer will finally go to the market and look
for the brand or the product, physically verifies it and purchases it.
Last is the post purchase Evaluation in which the customer wants to justify his
consumption or purchase decision. He tries to find out whether his purchase
decision was right or not. Companies make lot of effort to tackle this situation
successfully and they want the customer to be satisfied with their product.
This stage may result into three situations, first is satisfaction where customer is
satisfied and he got expected results but this does not necessitates the repeat
purchase by the consumer. Second is dissonance where the consumer is not
satisfied as he got less utility or less than expected result from the consumption or
product performance. Third is Delight, here the consumer gets more than expected
satisfaction and utility and this will assure the repeat purchase and creation of
brand loyalty.
19
Traditional Factors affecting consumer decision making
There are several factors that affect consumer's decision to purchase a brand and a
product. These factors though at time are not very much visible but they make an
impact and affects sales of a product or brand up to a great extent. The table below
shows some of these factors.
Impact of a Brand on consumer purchase decision
Research studies have proven that known products and names are sold more than
unknown ones. Therefore, a known brand or an optimally exposed brand will find
more recognition and buyers in the market in comparison to completely unknown
or unexposed brand. Recognition of brand and its significance along with the
traditional factors plays a very significant role in consumer decision-making
process.
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More or less every consumer has a brand preference and given the affordability
and societal norms, each buyer would like to buy and consume one of the highly
acceptable, recognizable, and reputed brands.
The above given model explains the important role that a brand plays in three
different stages of consumer's purchase decision making. A consumer start
collecting data or information about his favorite brand than he keeps his favorite as
one of the alternatives and he evaluate his selected brand against all available
options and on finding it suitable or best among all options based upon a
qualitative and quantitative evaluation he will ultimately purchase the selected or
favorite brand.
The campaigns are not only basking with the glory of success stories, but there is
considerable number of failures as Liberty Foot wears. Assuming that a person just
have to be famous to represent a successful brand, Liberty Foot wears forever,
would be incorrect and may turn out to be a very dangerous preposition resulting
into a big calamity for the entire advertising campaign or the brand.
Liberty Foot wears accepted and attractive super stars like Abhishek Bachchan and
Amitabh Bachchan failed in turning their endorsements into success i.e. Maruti
21
Versa similarly Virendra Sehwag also failed to deliver Reliance
Telecommunication with the master stroke of his cricketing genius.
Among the possible reasons identified by several authors, including overexposure
and identification, the 'match-up hypothesis' specifically suggests that the
effectiveness depends on the existence of a 'fit' between Liberty Foot wears the
celebrity spokesperson and endorsed brand.
Empirical work on the congruency of brand with the celebrity often has
concentrated on the physical attractiveness of the endorser. Results show that an
attractive spokespersons are more effective in terms of attitude change when
prompting brands that enhance one's attractiveness i.e. cosmetics; health drinks or
fashion Liberty Foot wears.
Primary data states, for celebrity spokespersons to be truly effective, they should
be knowledgeable, experienced, mature, and a bench mark in their respective field
and qualified to talk about the product.
22
12. Transferring the Meaning
After watching an advertisement the consumers try to find the meaning of the
advertisement and associate the same with the endorser and eventually transfer to
the brand. To understand this phenomenon Mc Cracken (1989) suggested a
comprehensive model known as Meaning Transfer Model. This three-stage model
suggests how the meaning associated with the famous person moves from the
endorser to the product or the brand. Thus, meanings attributed to the celebrity
become associated with the brand in the consumer's mind. Finally, in the
consumption process, the customer acquires the brand's meaning. The third stage
of the model explicitly shows the importance of the consumer's role in the process
of endorsing brands with famous persons.
In contrast to anonymous endorsers, celebrities add value to the image transfer
process by offering meanings of extra depth for Liberty Foot wears, what is
complemented by their life style and personalities. Therefore, to transfer the
correct meaning to the consumer the company should select a celebrity that will
produce the most favorable response for consumers and for the purpose the
celebrity should have, the appropriate set of characteristics and the public should
be able to visualize and comprehend the same. The company should consider the
consumer's needs while developing their communication strategy and selecting an
appropriate celebrity to transmit the same, i.e. Kurkure used actress Juhi Chawala
with the punch line 'Masti Bole To Kurkure' and the actress on screen and off-
screen personifies the masti and helps the brand in communicating the same easily.
Compatibility of the celebrity's persona with the overall brand image is very
important, as a celebrity imparts credibility and inspirational value to a brand and
23
his or her image should perfectly match the brand's image. A good brand campaign
idea and an intrinsic link between Liberty Foot wears the celebrity and the message
are must for a successful campaign.
Certain elements that generate a perfect match or compatibility between Liberty
Foot wears the celebrity and brand image are:
* Celebrity's fit with the brand image along with celebrity-target audience match.
* Celebrity associated values and celebrity-product match.
* Costs of acquiring the celebrity and his or her popularity along with controversy
risks associated with the celebrity.
* Credibility, availability and physical attractiveness of celebrity.
The above points can be put to perspective by using two examples, first Kapil
Dev's 'Palmolive da jawaab nahin' and second Nakshatra's brand recall due to its
endorser, the gorgeous Aishwarya Rai Bachchan. Both brands have edged out and
carved out their niche in consumer's mind due to image and credibility of their
endorsers. These Liberty Foot wears the cases of perfect match between Liberty
Foot wears the brand image and the image or persona of the celebrity endorser.
celebrity endorsement advertising strategy Concludes
A brief assessment of the current market situation indicates, that celebrity
endorsement advertising strategy can under the right circumstances indeed justify
24
the high costs associated with this form of advertising. The use of celebrity for
endorsements create a very favorable impact on the consumer and it creates a
connect which forces a consumer to purchase a product. However Liberty
Footwears , as several failures show, it is essential for advertisers to be aware of
the complex processes underlying celebrity endorsement.
It has been proved from the discussion that celebrity endorsements are a powerful
for Liberty Foot wears and useful tool that magnifies the effect of a campaign but
the word of caution to be followed by Liberty Foot wears seriously; celebrities
alone do not guarantee success nor does a great advertising campaign or the best
possible product. It is the combination of several factors and elements that work
together for the success of a brand and its acceptance in the minds of consumers as
Liberty Foot wears as for its market offering.
Modern day consumers are Liberty Foot wears educated and smart, they know
celebrities are being paid for these endorsements and this knowledge makes
consumers rather more cynical about the product and celebrity endorsements.
Majority of the consuming population also knows what is advertising and how it
actually works and this knowledge of consumer makes the task of celebrity
endorsement all the more difficult and challenging for the advertising companies
and the sponsors. Indian companies both advertising and product offering
companies have top make an effort to overcome this ever-mounting challenge.
25
13. MANAGEMENT SYSTEMS CERTIFICATION
Liberty Brand ISO 9001
BIS is operating following Management Systems Certification Schemes:-
1. Quality Management Systems Certification Scheme
2. Environmental Management Systems Certification Scheme
3. Occupational Health and Safety Management Systems
4. Hazard Analysis Critical Control Point.
BENEFITS TO THE CERTIFIED FIRM
The firm with BIS Quality Management Systems Certification license provides:
i) Clear indication of its capabilities
ii) Strong evidence of its commitment to quality
iii) Assurance of consistency in quality of product/ service with timely delivery;
Disruptions to routine caused due to multiple assessments by various
customers are reduced.
Firm is forced by itself-self motivated to consider improvement to the
system through regular audits by BIS.
Reduces the incidence of product failure, in-turn improves credibility of the
firm.
Leads to less material wastage, production down time, rework, etc. through
an increase in `quality know-how' and efficiency.
26
Being internationally recognized, the firm's quality will have world-wide
acceptance.
Better choice and monitoring of the firm's supplies.
Puts all operations on a scientific basis.
Motivates all employees and ensures their involvement.
Provides stepping stone to TQM.
BENEFITS TO CUSTOMERS
Provides assurance and satisfaction that their needs for quality will be met.
Saves time and money by reducing the need for assessment of their
suppliers.
Reduces incoming inspection costs.
Work with reduced inventory levels, effecting significant cost reductions.
Simplifies purchase decisions.
Creates confidence in their suppliers because of the approval by an
independent third party.
Better service, better and quick complaint redressal.
27
14. Data analysis
Research on Liberty footLiberty Footwearsar
1. Do you like Liberty Foot wears ?
a) Yes
b) No
2. What kind of Foot wears you wear Branded or non brand ?
a. Branded
b. Non branded
28
29
3. Are you aware of Liberty Brand in foot wears segment?
a) Yes
b) No
If yes, why do you prefer Liberty Foot wears over other brand ?
c) Quality
d) Price
e) Advertisement
f) All of three
30
4. How different is the style of expressing information in the ad comparing of
Liberty Brand using R. Roshan (celebrity) with other brands?
a) Not at all different
b) Quite different
c) Very different
31
5. Do you like Add campaign of R. Roshan for Brand campaign for Liberty Foot
wears ?
a) Yes 100%
b) No
7 .You purchased Liberty Foot wears product because; ______________
c) Liberty ad is influencing 69%
d) It’s Liberty product 19%
e) Both 12 %
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6. How do you scale Liberty Foot wears Brand ?
ATTRIBUTE POOR AVERAGE GOOD EXCELLENT
PRICE 48% 22% 23% 07%
Quality 20% 14% 20% 46%
PACKAGING 33% 18% 12% 37%
Brand
12% 16% 23% 49%
AVAILABILIT
Y
12% 15% 23% 50%
33
15. FINDINGS
Findings constitute the core part of the body of the report. The findings
section constitutes the “Meat” of the report. Findings are the results of the study.
This section makes up the bulk of the reports. The specific objectives of the study
should be kept in mind and findings presented with them in view. The list of
information needed to achieve the objectives, which was prepared in the problem
formulation step, should limit the scope of the findings presented. Research has
suggested that,
Nearly 90% of the sample prefers Liberty foot Liberty Foot wears brand .
Liberty products are Liberty Foot wears known for their Price and quality as
compared to other products.
I find the main thing that is “Liberty ” brand name has very good image in
consumer’s mind and they consider it as quality Product.
Almost 95% says, Liberty is among the top 3 brand in the market
However Liberty Foot wears the advertisement has created a new aspect of
enjoying in Liberty Foot wears segment .
34
16. CONCLUSION
So finally it’s time to answer Liberty Foot wears the simple yet important question,
“Is celebrity endorsement worth the investment?” And the obvious yet logical
answer Liberty Foot wears is YES.
Today the advertising world has gained strong identity of itself. Advertisements
have come to be heroes in themselves. A celebrity’s visibility today hinges not so
much on the number of films he has recently acted in, as on the number of
advertisements he has starred in, and the frequency of new mega hits from Yash
Chopra or Karan Johar, and even watch it with the same curiosity.
As said truly “Celebrities can add value to an idea provided you have one”. The
visible and not so visible demerits of celebrity endorsements are all up to how the
endorsement is handled. Sometimes, a good brand uses a celebrity ineffectively,
and there are times when a smaller brand does extremely Liberty Foot wears with
good use of a celebrity endorser. It is not fair to blame the celebrities for the failure
of endorsement deals. It all boils down to the strength of the idea which constitutes
the ad and how Liberty Foot wears has the celebrity been used to add spice to those
ideas.
Whatever the reasons, the reality is that celebrities can and do play a role in
building brands. A good celebrity coupled with a great idea can never go wrong.
Making the right choices in terms of personality, values, associated emotions and
code of conduct is critical. The wrong choice could be lethal.
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17. BIBLIOGRAPHY
Books:
Marketing Management: By Philip Kotler
Celebrity sells: By Hamish Pringle
Newspapers:
1. Times of India
2. Mid-day
3. Business Standard
Liberty Footwearsbsites:
1. www.libertyshoe.in
2. www.magindia.com
3. www.agencyfaqs.com
4. www.indiatimes.com
5. www.yahoo.com
6. www.hinduonnet.com
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